Social media marketing is still a new concept and it continues to evolve. Because of the amorphous and ever changing clime the Internet creates, it’s difficult to maintain one strategy for long. As consumer wants and expectations change, so to must our marketing efforts…
Many larger corporation have embraced the social media phenomenon, directing their customers to their website or inviting them to register online. TV channels like MTV, Cartoon Network, and CNN have shown how there is value is bridging the gap between TV media and the Internet. But they’ve built an online network based on a generality. Consumers have show that the future of social media lies in focus, that customers expect niches even among products.
Consider for a moment you’re the social media strategist for Cartoon Network. You have a choice between a network for all of Cartoon Network, or breaking it down into networks based on shows.
If you decide to create sites for each show, users can join only the networks that interest them. They’ll be open to talk about the show or topics that interest them. Although, each individual site may have a smaller membership because of the focus, the quality of engagement would be higher.
The Cartoon Network example illustrates a second point. At night the channel broadcasts a block called “Adult Swim”, which is targeted towards adults. This block could be considered a second product, and these viewers would expect something entirely different from a social network than their daytime counterparts.
The idea of product networking doesn’t only highlight the need for focus, but also invites small businesses into the realm of social media. Small business can market their product or service by creating a social network based on it.
The value to the business comes from the creation of a central gathering point for customers. An online fan base can help build buzz, generate excitement, and market your business.
Tailoring a social media plan to fit your needs is extremely important; but understanding that a product based social network has worth, may be the first step to a successful social media campaign.
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